Posted by: Susan Smith, Senior Account Coordinator
Many online marketing tactics that were considered extras in 2010 will be essential parts of successful 2011 interactive strategies.
Social media: Social media presence on sites like Facebook and Twitter has become an integral part of online marketing strategies. Consumers now look to these sites to get up-to-date information, find discounts and deals and interact with their favorite companies.
Mobile: The number of mobile phone users worldwide surpassed five billion in 2010. According to Gartner Research, smartphone sales increased 96% from Q3 2009 to Q3 2010, and they accounted for almost 20% of overall mobile phone sales in Q3 2010. Whether it’s through a mobile friendly website, mobile advertising or custom apps, a mobile strategy for your company is necessary if you don’t want to alienate those five billion users.
Reputation management: With real-time news and social media results appearing in the search engines, unsatisfied customers and company mishaps can have a huge impact on a company’s online reputation. Every company should have a plan in place that includes how to respond to unsatisfied customers, ways to bury negative news stories while promoting positive ones and how to adjust advertising plans and budgets when a crisis occurs.
Local marketing: As the popularity of local search increases, it is becoming necessary to incorporate local marketing strategies in order to achieve top organic visibility. It is one of the easiest and cheapest ways to drive people to your website, your contact information and your place of business.
Online advertising: ClickZ reported predictions that online advertising spend will increase 14% to over $70 billion in 2011. In addition, this amount represents more than 15% of total ad spend. If your company is not represented in the online space, you’re likely the only one. It’s important that you don’t forget social sites when it comes to online advertising since 1/3 of the total spend will be on social and video websites such as YouTube.
As technology advances and consumer behavior evolves, it is necessary to adopt new marketing tactics. Remember when you add new programs like those above, you need to have a solid strategy for execution and measurement in place to make sure that you’re effectively reaching your target audience and advancing your 2011 business goals.